Wisperin structures GTM strategy and boosts national presence of Casino Group's C-Datacenters.

Overview

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C-Datacenters, owned and operated by the Casino Group, develops and manages data centers in France, offering shared server hosting, computer rack rentals, and associated services (proximity gestures, storage spaces, and offices...).

Leveraging a substantial real estate portfolio, the group has the capability to convert some of its assets into secure, technically optimized, and strategically situated datacenters. This initiative builds on the group's historic local presence and strong relationships with local authorities.

C-Datacenters aims to grow this line of business by launching new sites and offering computer rack rental and datacenter colocation solutions in areas where the Group has established a presence.

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Approach

After debuting through the Casino Group in 2018, C-Datacenters experienced a slowdown in operations during the Covid-19 pandemic and needed a relaunch.

Our goal was to make the website more visible and get more visitors to kickstart lead generation, focusing on capturing the interest of our Ideal Customer Profile (ICP) who would be interested in what C-Datacenters has to offer.

Considering the need for a cost-effective strategy, we focused on obvious quick wins.

After conducting an in-depth SEO audit along with a competitive analysis, we found out that optimizing the website for search engines by targeting high-intent, low-volume keywords was the quickest way to generate high-quality traffic and ultimately high-quality leads due to the low competition on these keywords.

We then put together a comprehensive go-to-market strategy for C-Datacenters. This included PR and announcements, an SEO execution rollout plan for their team, a content roadmap, and additional insights to help them outperform competitors across other marketing channels.

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Our strategy covered the following initiatives:

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Full competitive audit & Action plan

• We did a detailed analysis and created a 30-page plan covering a full audit of competitors, outlining a go-to-market strategy and steps for growth after our involvement.
• This included advice on mastering search engine optimization, content creation, creatives, using social media effectively, and developing a comprehensive strategy for generating and capturing demand utilizing paid media campaigns, from raising awareness to retargeting.

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Content Development

• Current landing pages were expanded with in-depth content to improve keyword richness and ranking potential.
• We proposed to target long-tail keywords and specific locations, tapping into less competitive, high-quality traffic.

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Website Authority

• A strategic backlinking plan was designed to direct consistent traffic to both landing pages and blog posts.
• The focus was on acquiring backlinks from domains with medium to high authority within the industry.

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Monitoring and Reporting:

• A regular performance monitoring system was put in place.
• A reporting was developed to provide detailed performance analyses, KPI tracking, and competitive insights.

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Outcomes

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Go-to-Market strategy 

• A complete action plan was created, based on competitive analysis and ICP data. It includes actionable steps for autonomous deployment and detailed guidelines.
  

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Digital content impact

• 1,500% increase in traffic based on high-intent keywords was observed in the first 6 weeks.
• Our optimization of each page of the website provided a significant boost to keyword rankings, with 20 local keywords achieving a first-place position in search results.

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Lead conversion rate

• Focusing solely on organic search, we achieved a 30.4% lead conversion rate
• This ultimately generated a 420% MROI 

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